【摘要】：傳統(tǒng)上,營銷和管理都注重外部顧客和外部市場,強調通過吸引和留住顧客來獲取利潤。服務領域的品牌研究大多也是外部導向的,強調服務品牌與顧客的關系。在原有的服務品牌忠誠研究中,大多數研究也是沿用傳統(tǒng)的研究范式,目前大多集中于服務品牌忠誠的概念、維度,感知價值、服務質量、顧客滿意、品牌形象等對服務品牌忠誠的影響等。然而,品牌建設不能僅著眼于企業(yè)外部,還需要企業(yè)內部全體員工的協(xié)調一致。只有少數學者提出,服務品牌建設需要重視企業(yè)內部,品牌建設需要通過內化來實現(xiàn)。而服務的差異性和競爭優(yōu)勢的來源是員工,作為企業(yè)的代表著,他們與顧客互動過程中表現(xiàn)出的態(tài)度和行為將會很顯著地影響顧客滿意以及是否保持忠誠或服務轉換的決策。基于這種理論與現(xiàn)實背景,本文在品牌內化和品牌忠誠理論的框架下,探討了“員工——品牌——顧客忠誠”的關系模型。本文是從員工品牌內化視角來研究服務品牌忠誠。 本文通過質性研究,系統(tǒng)梳理了服務品牌、品牌內化和服務品牌忠誠的相關概念,比較了員工品牌內化與服務品牌內化的相關性和差異性、員工品牌內化與服務品牌忠誠的相關性,從理論上把員工品牌內化從其他概念的研究中獨立出來；探索出員工品牌內化以結果狀態(tài)的構成維度為品牌理解、情感承諾和參與行為。根據理論研究的結果,經過規(guī)范的量表開發(fā)程序,開發(fā)出服務企業(yè)員工品牌內化構成維度的測項。 本文構建了“服務企業(yè)員工品牌內化——顧客滿意——服務品牌忠誠”三者之間的結構模型,員工品牌內化對服務品牌忠誠的影響作用以餐飲業(yè)為例進行了實證研究。通過對消費者的廣泛調研,收集到有效問卷318份,并對收集的數據進行描述性統(tǒng)計分析、測量模型檢驗以及研究假設的檢驗。研究結果表明,品牌理解、情感承諾和參與行為對顧客滿意有正向影響作用；品牌理解、情感承諾和參與行為對服務品牌忠誠有正向影響作用；顧客滿意對服務品牌忠誠有直接的正向影響作用。并進一步檢驗了顧客滿意在員工品牌內化與服務品牌忠誠間的中介作用。 本文的主要結論如下： (1)服務企業(yè)員工品牌內化在結果狀態(tài)的維度包括品牌理解、情感承諾和參與行為三個維度； (2)本文分析了品牌理解、情感承諾和參與行為三個維度對服務品牌忠誠的影響路徑,三者對服務品牌忠誠均有顯著正向影響。； (3)顧客滿意直接正向影響服務品牌忠誠,并在員工品牌內化與服務品牌忠誠之間的關系具有中介效應。
[Abstract]:Traditionally, marketing and management have focused on external customers and external markets, focusing on attracting and retaining customers for profit. Most of the brand research in service field is also externally oriented, emphasizing the relationship between service brand and customer. In the original research of service brand loyalty, most of the research also follow the traditional research paradigm, most of the current focus on the concept of service brand loyalty, dimensions, perceived value, service quality, customer satisfaction, The influence of brand image on service brand loyalty. However, brand building should not only focus on the outside of the enterprise, but also need the coordination of all the staff inside the enterprise. Only a few scholars put forward that the service brand construction needs to pay attention to the enterprise interior, and the brand construction needs to be realized through internalization. As the representative of enterprises, the attitude and behavior they show in the process of interaction with customers will significantly affect customer satisfaction and the decision whether to maintain loyalty or service conversion. Based on the theoretical and practical background, this paper discusses the relationship model of "employee-brand-customer loyalty" under the framework of brand internalization and brand loyalty theory. This paper studies service brand loyalty from the perspective of employee brand internalization. Through qualitative research, this paper systematically combs the related concepts of service brand, brand internalization and service brand loyalty, and compares the correlation and difference between employee brand internalization and service brand internalization. The correlation between employee brand internalization and service brand loyalty, theoretically independent of other concepts of employee brand internalization; explore the employee brand internalization with the result of the state of the composition of the dimensions for the brand understanding, Emotional commitment and engagement. According to the results of theoretical research, through the standard development program of the scale, we develop the internal dimension of service enterprise employee brand. In this paper, the structural model of "service enterprise employee brand internalization-customer satisfaction-service brand loyalty" is constructed. The effect of employee brand internalization on service brand loyalty is studied empirically in the catering industry as an example. 318 valid questionnaires were collected through extensive investigation of consumers, and the collected data were analyzed by descriptive statistics, tested by measurement models and tested by research hypotheses. The results show that brand understanding, emotional commitment and participation behavior have positive effects on customer satisfaction, brand understanding, emotional commitment and participation behavior have positive effects on service brand loyalty. Customer satisfaction has a direct positive effect on service brand loyalty. Furthermore, it examines the intermediary function of customer satisfaction between employee brand internalization and service brand loyalty. The main conclusions of this paper are as follows: (1) the dimensions of brand internalization in the result state of service enterprise employees include three dimensions: brand understanding, emotional commitment and participation behavior; (2) this paper analyzes brand understanding. The three dimensions of affective commitment and participation behavior have significant positive influence on service brand loyalty. (3) customer satisfaction directly positively affects service brand loyalty. And the relationship between employee brand internalization and service brand loyalty has intermediary effect.
【學位授予單位】：江西財經大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F273.2;F719;F224

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